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Trustees approve $90,000 communications contract after public criticizes proposal
Summary
The Western Placer Unified board approved a $90,000 scope of work with Threefold Communications to support facilities outreach despite public comment urging those funds be redirected to repairs. Trustees split on the approach but voted in favor, citing the need to build community support for future funding.
The Western Placer Unified School District board voted to approve a $90,000 communications scope of work intended to help the district explain facility needs and build community support for future funding measures.
During public comment, Brandon C., a community member, urged the board to reject the item, calling it a poor use of facilities dollars. “It’s difficult to justify spending public funds on marketing initiatives designed to shape perceptions rather than solve problems,” Brandon said, adding that the proposal’s stated first priority — "positioning the superintendent as a regional leader" — amounted to personal branding rather than direct student benefit.
District staff responded that the work is part of an ongoing outreach contract with Threefold Communications and is intended to improve public awareness of facility needs so voters will support potential bond measures. Staff emphasized the intent was to educate and inform, not to "sell" the district’s leadership. A staff representative said Threefold’s work aims to reach community members who are unaware of the district’s facility shortfalls and to increase the likelihood of passing future funding measures.
Trustees debated the merits. Several members said they disliked spending funds on promotion but acknowledged that successful bond campaigns and community awareness are necessary to finance the extensive modernization and repair work district leaders say is needed. Board remarks ranged from reluctance to vocal support as one trustee called the measure a “necessary investment” to secure larger capital funds. The motion to approve passed on a roll call with no recorded opposition.
What happens next: staff will execute the scope with the vendor and continue to report to the board on outreach activities and outcomes. Members of the public who opposed the item asked that more of the district’s limited capital funds be prioritized for direct facility repairs rather than external communications.
